On 12 November, Be-Inc pitched in the final of the AI Pitch Competition, during AI Summit Brainport at the Evoluon in Eindhoven. From 125 entries, eight start-ups remained, and of those eight Be-Inc won three months of office space at the AI Innovation Center on High Tech Campus. A place right in the heart of the Brainport region's AI ecosystem, and we're very happy with it.
What did we say in the pitch?
We started at the campfire. Since the first campfire, people have told each other stories; it's how we know who we are. Every organisation has a story too. Outside, we call it brand. Inside, we call it culture. Leadership writes it down once. Then a thousand employees and AI agents retell it, every day. We think our message comes across. It does only half the time.
“You can't fix what you can't see.”
Why is communication a black box?
We measure campaigns afterwards, and culture once a year in a survey. Everything in between is unknown. That adds up: projects stall on poor communication, and the money spent on brand campaigns disappears in the inbox. Be-Inc changes that with communication governance for employees and AI agents. Not once a year, but in every message.
In the pitch we showed an example. A consultant writes to a client: “As already mentioned, our TrackPro…”. Be-Inc spots two things. TrackPro is called Tracksy now: that's brand. And the opening sounds irritated: that's culture. Be-Inc explains why and offers a better start. And the writer learns, in small daily lessons.
From single messages to insight
Every coached message leaves an anonymised signal. Together, those signals open the black box: what once took a yearly survey, leadership now sees continuously. Do brand and culture actually show up in everyday communication? We show that in Analytics, without scoring individuals.
We closed with a look ahead. AI gives every knowledge worker Work IQ; Be-Inc adds Work EQ. Somebody has to own the norm for all that text, from people and from AI agents. That's Be-Inc.
What does the prize mean for Be-Inc?
A place at the AI Innovation Center brings us closer to other AI companies, knowledge institutions and partners on High Tech Campus. Exactly the environment in which we keep building Be-Inc. Thanks to Erasmus Enterprise, BOM, IO+ and the Province of North Brabant for organising, to the jury, and to all finalists for an inspiring day. Also read how we became a finalist and the IO+ story on culture in the sentence.
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